When you create or edit a campaign, you can set or adjust the campaign schedule, time zone, flight dates, currency and budget, KPI, verification vendor, frequency capping, mangement fees, and campaign managers.
Set up a multi-schedule campaign to manage “evergreen” campaigns that have a single strategy and multiple flight dates and budgets.
Name, Activate, and General Setup¶
When setting up your campaign, give it a name that represents all of the lines you will later associate with the campaign. Next, activate it and set the time zone, currency and other settings (as described below).
You may want to leave the campaign inactive until you have your lines set up. You can come back later and activate it.
To name, activate and do general setup for your campaign:
- Enter the campaign name in the Campaign Name field.
- When you are ready to activate your campaign, move the Status slider to the right. If you no longer want the campaign to serve, move the slider back to the left.
- Choose the campaign time zone from the dropdown Time Zone list. DSP uses the campaign time zone for billing and reporting purposes.
- From the Currency dropdown list, select the default currency in which transactions should be displayed for this campaign.
- If you want the campaign to group multiple lines based on common attributes (such as budgets, flight dates, goals and targeting), select the Packages checkbox. See Packages Overview for details.
- For a multi-schedule campaign, move the slider to Multiple in the Schedules area.
Run multiple schedules to allocate ongoing budgets without creating individual lines. Using multiple schedules saves you time setting up and running your campaigns, while ensuring those campaigns continue to leverage historical insights/learnings (with the intent of driving greater performance).
When you enable multiple schedules, the Budget Schedule panel opens, where you can enter information for the schedule:
- Click Add when you’ve finished adding campaign flight information:
Campaign schedules should not overlap.
- Defined flights appear in a list at the bottom of the panel (1); you can add additional campaign flights (2) to extend the campaign:
Campaign schedules are also useful if you have campaigns with periodic dark periods, but who want to avoid creating new lines each time the campaign goes back online. For correct pacing, flights under the campaign should not span gaps between multiple schedules. Specifying a flight across a gap would cause the line to pace without breaks throughout the flight; however, since the campaign would be inactive during the ‘gap’ there would be a chance the line could under-deliver.
- Set the target KPI for the campaign. For details, see Campaign KPI.
- Select a vendor to provide demographic targeting data verification. For details, see Data Verification Vendor.
- Optionally set up frequency capping to cap the frequency with which users see the campaign’s ads. For details, see Frequency Capping.
- Optionally associate one or more campaign managers to the campaign. For details, see Campaign Managers.
- When you are finished setting up your campaign, click Save Campaign.
You can set the Key Performance Indicator (KPI) on the New Campaign page. The key performance indicator you select will be the KPI shown on the Dashboard.
The campaign KPI is shown on the Dashboard to indicate how the campaign is performing and is not used for optimization.
You can choose from the following key performance indicators:
- CTR. The click through rate percentage.
- CPC. The cost per click amount.
- CPA. The cost per action amount.
- CPCV. The Cost Per Completed View for video.
- VCPM. The viewable CPM for video.
- ROAS. The return on ad spend. When you create conversion rules for a pixel, you can set different conversion amounts for each rule. When you add the pixel’s conversion rules to a line, DSP calculates the ROAS for you.
- CPI. The cost per (app) installation. Use for mobile-centric campaigns.
To set the campaign Key Performance Indicator:
- In the Target KPI field, select a key performance indicator from the dropdown list.
- In the percentage field, type the percentage that you want to set as a goal for that KPI. For example:
Data Verification Vendor¶
Select a vendor to provide demographic targeting data verification. You can choose between Yahoo or a third-party vendor that provides independent data verification services. All your lines will use the demographic targeting data verification vendor you choose here.
You can only select one data verification vendor to provide the demographic targeting verification for this campaign. After you save your campaign, you cannot change to a different demographic targeting verification vendor.
You can select Yahoo, ComScore, or Nielsen as the data verification measurement provider for your display and video lines.
To select a data verification vendor:
- From the Demographic Targeting Data Measurement Provider drop-down list, select Yahoo or a third-party vendor to provide demographic targeting verification for your campaign.
To use Nielsen data verification for display lines, select Nielsen as your measurement provider here at the campaign level, opt in to Nielsen DAR in the Measurement area of the Vendor Store, and select Nielsen as your measurement provider at the line level. Charges may apply.
Setting the frequency capping method at the campaign level sets it globally. If you want to set frequency capping globally, it will override any frequency caps you set at the line level. For example, set a duration (such as Daily) and the number of impressions per day.
To set the frequency capping method:
- Select one of the following frequency capping methods from the Frequency Capping Method drop-down list:
- Line Level Only. Frequency capping is set for each line in the campaign.
- Campaign Level. Frequency capping is shared across all lines in the campaign (to reduce overexposure in case of audience overlap across lines).
- If you select campaign-level frequency capping, you see additional options. Select a duration for the frequency cap (Minutes, Hourly, Daily, Weekly, or Monthly).
- If you select a Daily duration, DSP serves ads to users as soon as it detects the users. For example, if you set the frequency cap to 3X per day, you might serve 3 impressions to a user within a few minutes.
- If you select another level, such as Hourly or Weekly, DSP serves x impressions per time period. For example, if you set the frequency cap to 2X per hour, you serve impressions to a user at the rate of one impression every 30 minutes.
If you set the frequency capping at Hourly, adding up to 24 impressions per day, unique users are unlikely to be online the full 24 hours, so the end result may be 5-10 impressions per day.
If you associate one or more campaign managers to a campaign, that campaign automatically appears on those campaign managers’ dashboards.
To select a campaign manager:
- On the New Campaign page, locate the Campaign Managers field.
- Start typing the name of a campaign manager, and then select the name from the drop-down list.